ABC Releases Newspaper Reader Profile

The Audit Bureau of Circulations released its 500th Reader Profile, with Portland, OR-based newspaper The Oregonian as the recipient of the report.

Six years since it launched, the Reader Profile verification service offers standardized reporting to support traditional audited circulation. The combination is designed to better serve media buyers and sellers as they seek to develop an improved picture of newspaper readers.

"The significance of this milestone is that for the first time there's a credible level playing field for newspapers versus the local broadcast media," said Kevin Campbell, director of marketing and sales at ABC, Schaumburg, IL.

Reader Profile's standardization lets media planners and buyers convert newspaper readership to a cost-per-point basis for comparing prices with broadcast and spot television. Also, the demographic information makes it easier to pitch newspaper ads to advertisers seeking to target younger adults and women, both groups that are usually viewed as light readers of newspapers.

ABC data show that two-thirds of all daily newspapers with a reported average circulation of 50,000 or more, and 81 percent of the largest papers by reported circulation, participate in Reader Profile.

This year will mark another milestone for Reader Profile.

"We're going to do 200 reports this year alone," Campbell said.

Mickey Alam Khan covers Internet marketing campaigns and e-commerce, agency news as well as circulation for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters

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